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Straight From the Stage: Email Marketing with Jay Schwedelson

QShould I be emailing my database more or less right now?

Email has seen a surge in performance over the last 100 days. B2B open rates are up 16% and B2C open rates are up 16% overall. As marketers are unsure of where recipients are located physically (home or office) email allows them the best option to send communications. When you add that together with the amount of additional ‘screen time’ we are all doing it creates the perfect mix for increased email performance.

Q: What is something that is different in email marketing than during normal times?

Normally the best days of the week to email a recipient (both B2B and B2C) are Tuesday through Thursday. Something very out of the norm is occurring now though – Mondays are a top performing day for email. This is a great test for your next campaign to see if you can get the lift that other marketers are seeing.

Q:  What are some subject line tips you can share?

Creating urgency in your subject line is the most important thing you can do to drive strong open rates. Make sure that your offer expiration is mentioned in your subject line – example: 2 Days Left. Certain words can really give you a boost. TODAY, LAST CHANCE and TOMORROW are all words that will give you at least a 20% increase in email open rates when included in your subject line.

QCan I use the word ‘FREE’ or will that get me filtered?

Using the word FREE in your subject line is not a good idea it is a GREAT idea. It will increase your open rates by over 30%. Back in the early 2000’s it was true that you could go into the junk folder for using the word FREE (and many other words too). But filtering is no longer based on content it is based on the sending reputation of your delivery IP address and domain. Don’t listen to webinars or articles that say otherwise – they are just recirculating very old information.

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As President and CEO of Worldata, Jay Schwedelson is responsible for driving strategic growth across all Worldata divisions. Under his leadership, Worldata has become the industry leader in acquisition marketing strategies, permission email marketing services and interactive advertising solutions.

Among his career achievements, Jay has been awarded the DMCNY Silver Apple and has been named to Crain’s 100 Top Industry Professionals for 10 consecutive years. Jay is a leading email expect having keynoted over 25 major industry events.

Schwedelson was the driving force behind Worldata’s transformation from a traditional direct response media firm into an interactive leader. He has launched divisions including, WebConnect and strategic consulting services which have spurred the company’s overall success as a digital marketing leader.

Schwedelson has served in many industry leadership roles. He served on the Board of Directors of the Data Marketing Association (DMA). He is a past Chair of the DMA’s List Leaders Group and founding member and past chairman of the DMA’s original Email Council. Schwedelson is also the past Chair of the DMA’s Annual Conference – &Then. He is currently also serving his 11th year on the Board of Directors of Marketing EDGE.

Schwedelson is currently serving his 10th year on the Advisory Council at his alma mater, The University of Florida.

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How Do I Continue to Market and Sell During COVID-19? 

Due to popular demand, we are continuing the Straight From the Stage Q&A Series for the Month of June! 

We spoke with industry thought leaders about how to continue SMART and RESPONSIBLE marketing and sales activities during a pandemic. Topics include B2B sales strategies, inbound marketing, video communications, and more.

Stay tuned for a brand new Q&A every Friday in the month!

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